Relationship between the pseudo-Japanese marketing strategy and brand imageperceptionof Genki Forest / Yu Xiao HAN / 2022

Titre : Relationship between the pseudo-Japanese marketing strategy and brand imageperceptionof Genki Forest Type de document : Mémoire Auteurs : Yu Xiao HAN, Auteur Année de publication : 2022 Importance : 28 p Note générale : Pour accéder aux fichier PDF, merci de vous identifier sur le catalogue de votre compte Office 365 via le bouton CONNEXION en haut de page Langues : Anglais (eng) Mots-clés : Management MARKETING ACHAT ; IMAGE DE MARQUE ; JAPON Résumé : With the increasing health consciousness and demand, there are many more sugar-free and healthy beverage in the current Chinese beverage market. But when we reviewed the successful brands that created the sugar-free beverage category, we find that the brand that started the trend of sugar-free category is not a traditional beverage giant in Chinese market, such as Coca Cola or Nongfu Shanquan, but a brand that we had almost never heard of -“Genki Forest”. With its popular single product “Sparkling Water”series,the brand has made a significant market share in the highly competitive water beverage market in China in 2019. To date, GenkiForest sparkling water still achieved excellent sales among sugar-free water drinks.Looking back on the success of GenkiForest, the role played by the brand image is inextricably linked. In addition to the efforts made for a positive brand image through various marketing campaigns or other measures, the packaging of the product, as an important methods of visual informationtransmission when consumers first see the product, plays an important role in building the brand image at the initial stage of the product launch.In this paper, we will analyze and discuss the relationship amongthe packaging styleit applied, brand image, and consumers' willingness to buy based on the theory of origin effect, brand image, and purchase decision.The dissertation will explore how the packaging style of GenkiForest affects consumers' perception of its brand image,and the relationship between the brand image of GenkiForest and consumers' behavior. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566057